Migrate from Marketing Optimizer to monday CRM

Standard contact records (name, email, phone, company linkage) map directly to Monday.com CRM contact items on a Contacts board. Each contact becomes a board item with standard columns for name, email, phone, and company. We preserve all standard field values 1:1 and set the dedupe key on email to prevent duplicate imports.

Marketing Optimizer Leads carry a lifecycle stage tied to the lead-selling workflow (acquire, qualify, assign, sell, close, etc.) and an assignment status linking the lead to a buyer or internal user. Monday.com CRM has no native lead object or lifecycle stage model, so we migrate these as custom contact properties: one multi-select column for Lifecycle Stage and one text or person column for Assignment Status. The original values are preserved verbatim for the customer to normalize post-migration if desired.

Marketing Optimizer Campaign records carry a name, type, and associated contact IDs. We map these to either a dedicated Monday.com CRM board or a named group within the main CRM board, and re-link associated contacts via a custom Contacts column on the Campaign board. Campaign type (email, telemarketing, event, etc.) maps to a Status or Label column.

Assignment records in Marketing Optimizer link a lead to a specific buyer or internal user. We migrate these as a custom person-type column on the contact record pointing to the assigned user. If the assignment targets an external buyer entity not present in Monday.com, we store the buyer name in a text column and flag it for the customer to resolve during post-migration review.

Marketing Optimizer tracks pages visited and time on site per contact. Monday.com CRM does not have a native web tracking or engagement scoring model, so we migrate this data as a custom multi-value text column on the contact item, with each visited URL stored as a separate entry and the visit timestamp preserved. The customer can use this data to manually re-score leads or feed it into a Monday.com integration with a analytics tool.

Marketing Optimizer automated workflows define lead routing, scoring, and action triggers. The platform does not expose workflow definitions in a transferable format. We extract and document every active workflow's trigger conditions and action sequences as a structured migration artifact. Rebuilding these in Monday.com's automation engine is the responsibility of the customer's admin or a Monday.com implementation partner post-migration.

Any custom fields added by the customer in Marketing Optimizer require field-level mapping to Monday.com CRM column types. We document all custom field names, data types, and values during scoping, then configure equivalent custom columns (text, number, date, multi-select, person, etc.) in the destination CRM board before importing data. Custom field values are preserved verbatim during import.

Files attached to contact or lead records are not retrievable via the Marketing Optimizer API. We flag every record with an attachment during scoping, recommend the customer export them manually to a shared drive before the migration window closes, and document the record-to-file mapping so the customer can re-attach post-migration. Failure to perform this manual step results in permanent attachment loss for affected records.